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The National Trust’s brief was to entice visitors to explore, enjoy and experience their properties in a new way.
We responded by creating a series of nine signs which, at first glance, look like warnings or instructions not to do something, whereas actually they encourage the opposite. The physical signs were packaged up and sent out to National Trust properties across the east of England. The estate managers were then briefed to install the signs in appropriate locations within their grounds. The signs were then photographed in situ with the imagery becoming the external focus of the campaign (posters, literature and ads) – targeting new visitors as well as encouraging existing visitors to enjoy the properties differently.
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